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I don’t seek to mock others’ promotional efforts (this site isn’t Spin Bunny). But this is so astonishing that I can’t resist passing comment…

We learn from PR Week that the Guernsey tourist board has hired Brighton-based Charisma PR to present the Channel Islands as … ‘heaven’s waiting room’. What image does this present? Purgatory… an old people’s home… a hospice?

(Declaration of interest: my wife went on a press trip to Guernsey last year organised by the tourist board’s previous retained consultancy. Her article is scheduled to appear in the Sunday Telegraph this spring.)

Update: I now realise that the task of the new consultancy as stated in its press release is to shed the island’s image as ‘heaven’s waiting room’, not to promote it. The mistake was PR Week’s.